One question we often receive from founders is whether it’s worth attending or exhibiting at a conference or trade show. With industry events like ViVE right around the corner, here are some strategic considerations to help decide whether to prioritize or pass.

Exhibit

Exhibiting at a conference is the biggest investment of time and resources. Here are questions to determine if it’s the right move for you:

• Can you secure affordable (or free) exhibit space? Conferences like HLTH and ViVE often offer preferred exhibitor rates for startups. Plus, if you’re currently working with an investor, accelerator or incubator, check if they are planning to feature their portfolio in a pavilion where you could be included.
• Will key contacts be exhibiting? Before deciding to set up your own booth, consider whether the companies you aim to connect with — such as investment firms, customer leads or potential partners — will be exhibiting. You might engage more effectively (and save money) by visiting their booths directly.
• Is there a major announcement to leverage? If you’re planning a significant product launch or funding announcement, exhibiting could amplify your brand’s exposure. Consider whether having a presence at the event will enhance your ability to make a splash and attract press attention.

Attend

If you’ve decided not to exhibit, you may still want to attend. Evaluate the following to see if attendance is worthwhile:

• What is the networking potential? Review lists of attendees or past participants to determine if the networking possibilities justify your attendance. If the event has a virtual participation option, it’s worth checking with the organizers what proportion of participants will be virtual. Networking is key, and you want to avoid showing up to a half-empty room.
• Are there cost-effective ways to attend? Look for early bird or startup discounts and explore speaking opportunities, which can enhance your visibility and credibility, often with a free ticket thrown in.
• Can you schedule meetings ahead of time? Rather than relying on impromptu interactions, investigate whether the conference facilitates pre-scheduled meetings with attendees, which might offer more substantive engagement.

Skip

So many events, so little time. In addition to the cost, there’s also the use of your and your staff’s resources and time. Here’s how to spot the signs an event might be worth passing on:

• Will these leads be at other events? Evaluate whether the same leads or networking opportunities will be available at events that better fulfill the above questions for exhibiting or attending, or may be low-cost or even free.  For example, Tech Week events are free, with pop-ups often hosted by top investors and companies you may be looking to connect with.
• Are there networking alternatives nearby? Many organizations run unofficial happy hours and meet-ups concurrently with a conference. Consider attending these smaller, off-site gatherings that could provide more focused networking opportunities without the steep cost of a conference pass. Tapping into communities like Health Tech Nerds is a good way to find these types of meet-ups.
• Is this information accessible elsewhere? If you’re interested in attending for learning and development purposes, consider whether the content provided at the event—such as keynote speeches and panels, which are often high-level—could be learned through other, more accessible resources.

By asking these questions, you can strategically plan how (and if) you show up at events, ensuring that your decisions align with your broader business objectives and bandwidth.